System for broadcasting targeted advertisements

Abstract

A system for broadcasting inter-programme and / or intra-programme advertisements to a viewing or listening audience is disclosed. A given advertisement's target audience profile is matched to an obtained real audience profile to dictate not only that certain advertisements shall be broadcast only between and / or during certain programmes but also that certain individual members of, or groups of members within, the programme-receiving audience may receive one advertisement, during and / or between certain programmes, whilst other audience members or member groups receive a different advertisement, in one or more of the same respective advert ‘slots’, whilst watching or listening to the same broadcast.

Description

FIELD OF THE INVENTION[0001]The invention relates to the electronic capture, analysis and delivery of mass media and consumer information and in particular to a system of broadcasting advertisements.BACKGROUND TO THE INVENTION[0002]Present mass media advertising models assign particular areas of interest to certain classes of consumers based on available demographic information. From this starting point mechanisms are developed to deliver the advertising content to as many potential consumers as possible whether:[0003]Over the air (radio stations);[0004]Via television (television networks);[0005]Via cable and / or satellite transmission; or by[0006]Mass distribution of printed copies (newspapers and magazines)[0007]The main drawback with this approach is the lack of commercial efficiency in the existing models. Without reliable profiling demographic data on audiences and / or subscribers, individualisation and personalised targeting remains a tough challenge for the whole advertising in...

AI Technical Summary

Benefits of technology

[0032]This optional feature allows fine tuning of the advertisement content sent to individuals. For example, if an individual interactively orders a brochure for a particular type of new motorcar, the system could store such data and send more adverts for similar or even the same motorcars to the viewer.

[0034]This would allow the system to deliver a tailored sequence of series of advertisements to the individual audience. It may for example choose a series of adverts which are best suited for the 1st 15 minutes of viewing even when a viewer joins the broadcast part way through. This will further improve the efficiency of the adverts delivered to individual audiences.

[0036]This system will allow the audience to be delivered the adverts even when they try to change channels to avoid them.

[0038]This will do away with the requirement to have each receiver unit incorporate bespoke memory devices. The system may therefore rapidly be integrated to the existing broadcasting infrastructure.

Problems solved by technology

The main drawback with this approach is the lack of commercial efficiency in the existing models.

Without reliable profiling demographic data on audiences and / or subscribers, individualisation and personalised targeting remains a tough challenge for the whole advertising industry.

A too narrowly focused advertising campaign runs the risk of missing potential consumers and a too broadly focused campaign runs the risk of not attracting enough consumers as it may not be appealing enough.

This has always been difficult in television where the underlying premise of broadcasting—one to many—has always prevailed.

This absence of accurate prospect profiling data particularly in the TV medium means that identifying leveraging and retaining product responsive television audiences remains a largely unachieved priority for the advertising industry.

The problem therefore is that:Advertisers globally would prefer to accurately target individual consumers based on an improved understanding of their propensity to purchase particular types of product and in order to maximise the overall effectiveness of their industry;Consumers would prefer to receive advertisements relating to products of personal interest rather than campaigns which have no relevance.At present there is no way of electronically matching the viewer to the playout material;Broadcasters need to capture accurate programme ratings and channel market share data since this forms a valuable currency for their industry.

At present there is neither net-centric nor automated option for carrying out this type of measurement.

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